Q&A: Packing products for the smokeless shopper
Smokey Mountain Herbal Snuff is the cornerstone brand of Sandy Hook, Conn.-based Smokey Mountain Chew. Drug Store News spoke to Dave Savoca, president of Smokey Mountain Chew, about the tobacco-free smokeless market and how retailers can optimize their assortment and sales in the category.
Drug Store News: Which retailers are making strong statements in tobacco alternatives?
Dave Savoca: We have been doing business with Walmart for almost 20 years. So, I will credit Walmart for being one of the first major chains to embrace a tobacco alternative. Smokey Mountain also is doing extremely well in H-E-B, Food City and King Soopers.
DSN: Demographically, who are the tobacco-alternative customers in these channels?
DS: Our customer skews older than the typical smokeless tobacco shopper. The typical Smokey Mountain consumer is an adult male aged 42, who is a smokeless tobacco consumer. Many of our customers are employed and going through employment and insurance testing, and they want a smokeless product that is tobacco-free and nicotine-free.
DSN: What are these chains doing to augment customer awareness of the category?
DS: The reason all these chains are doing so well is ease of access and visibility. From a general merchandising standpoint, the best advice would be to not make the section look like an afterthought. Having a visible, well-presented set, with a diverse product mix, fresh product, competitive pricing and ease of access are all instrumental in gaining destination consumers.
DSN: How are retailers promoting natural, tobacco-free products?
DS: I believe it depends on the specific chain. Some chains believe in low everyday pricing and some believe in creating visible TPRs — temporary price reductions — to place emphasis on particular brands.
Drug Store News: Which retailers are making strong statements in tobacco alternatives?
Dave Savoca: We have been doing business with Walmart for almost 20 years. So, I will credit Walmart for being one of the first major chains to embrace a tobacco alternative. Smokey Mountain also is doing extremely well in H-E-B, Food City and King Soopers.
DSN: Demographically, who are the tobacco-alternative customers in these channels?
DS: Our customer skews older than the typical smokeless tobacco shopper. The typical Smokey Mountain consumer is an adult male aged 42, who is a smokeless tobacco consumer. Many of our customers are employed and going through employment and insurance testing, and they want a smokeless product that is tobacco-free and nicotine-free.
DSN: What are these chains doing to augment customer awareness of the category?
DS: The reason all these chains are doing so well is ease of access and visibility. From a general merchandising standpoint, the best advice would be to not make the section look like an afterthought. Having a visible, well-presented set, with a diverse product mix, fresh product, competitive pricing and ease of access are all instrumental in gaining destination consumers.
DSN: How are retailers promoting natural, tobacco-free products?
DS: I believe it depends on the specific chain. Some chains believe in low everyday pricing and some believe in creating visible TPRs — temporary price reductions — to place emphasis on particular brands.